Sport Social Podcast Network has announced a new partnership with business management platform Tide, who will collaborate with For The Love of Rugby during the Six Nations 2026.
The three-month partnership will see Tide integrated across Sport Social’s rugby vertical, aligning the brand with official Six Nations content through For The Love of Rugby, hosted by former England internationals Ben Youngs and Dan Cole and produced by Crowd Network (Crowd).
Designed as a layered, 360-degree campaign, the partnership brings Tide in front of a rugby audience in a way that is engaging, relatable and authentic. The collaboration builds on Tide’s host-read podcast activity in 2025, following strong performance and a clear fit with Sport Social’s listener profile.
As part of the partnership, Tide will feature in two-minute branded segment features across For The Love of Rugby Six Nations special episodes, alongside host-read ads, social media amplification across official podcast channels, and YouTube inclusion with studio branding. The campaign is further supported by an announcer-read voiced by Ben Youngs and Dan Cole, delivering across an additional 29 rugby titles within the Sport Social Podcast Network.
Paul Swaine, Brand Partnerships Director at Sport Social Podcast Network, said:
“This integrated partnership showcases how a 360-layered approach can creatively stitch Tide’s brand and product offering into content like For The Love of Rugby across multiple platforms.
With Ben and Dan hosting during the Six Nations, we’re able to place Tide at the heart of official rugby conversations in a way that feels natural, engaging and relevant to the audience. It’s a strong example of how brands can work closely with podcasts to reach business audiences through trusted voices.”
Ben Youngs, co-host of For The Love of Rugby, said:
“If I believe in anything, it’s making admin easier and taking the stress out of our finances. Tide are clearly on the same page, so we’re the perfect match. This will be our first Six Nations since finishing our playing careers and I can’t wait to get started.”
Dan Cole, co-host of For The Love of Rugby, added:
“Ben and I are running a small business together, and it’s great to have Tide on board as our official business finance partner. Since retiring from playing, we’ve thrown everything at For The Love of Rugby with the support of the Crowd team, and heading into the Six Nations with Tide on board is a reward for what the team has built over the past two years.”
James Russell-Rands, performance marketing lead at Tide, said:
“We’re really pleased to be partnering with For The Love of Rugby during the Six Nations. The show has built a strong, engaged audience, many of whom are also running their own businesses, which makes this a natural fit for Tide.”
The partnership highlights Sport Social’s ability to deliver integrated campaigns across podcast audio, video and social platforms, helping brands connect with engaged sports audiences at scale during major sporting moments.
For more information on Sport Social partnerships, please email: sales@sport-social.co.uk
About Sport Social Podcast Network
Sport Social Podcast Network is Europe’s biggest sports-dedicated podcast network enabling brands, rights holders and podcast creators to engage more deeply with fans, reach new audiences and create thriving sports communities.
Working with world leading rights holders and brands, including ten Premier League clubs, Sport Social develop audio strategies, provide production execution; and support with podcast advertising to help organisations unlock commercial growth and deepen engagement with fans.
Home to the biggest voices in sport featuring shows including Undr The Cosh and The Anfield Wrap. Sport Social works closely with creators enabling their podcasts to grow and access value from their content through distribution, discoverability, monetisation and audience growth support.
Website: http://podcast.sport-social.co.uk
LinkedIn: linkedin.com/company/sport-social-podcast-network
Instagram: @sportsocialofficial
About Tide:
Launched in 2017, Tide is the leading business management platform in the UK. Tide helps small businesses save time and money by not only offering business accounts and related admin services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting and adjacent commercial services such as web-site building.
Tide has nearly 800,000 SME members in the UK (14% market share) and more than
800,000 SMEs in India. Tide launched in Germany in May 2024 and France in September 2025. Tide has also been recognised with the Great Place to Work certification three years in a row. Tide has been funded by Anthemis, the Apax Digital Funds, Augmentum Fintech, Creandum, Salica Investments, Latitude, LocalGlobe, SBI Group, Speedinvest and TPG, amongst others. It employs more than 2,500 Tideans worldwide. Tide’s long-term ambition is to be the leading business management platform globally.
